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Jul 1, 2013 12:00 AM
BY PHIL LARSON
MULTICHANNEL CAMPAIGNS: STAY SIMPLE
There is a lot of activity in a multichannel campaign vs. print and distribute. A simple multichannel campaign might include two direct mail pieces, an email announcement, email follow-ups, mail follow-ups, phone engagement, and personalized landing pages. Marketing 3.0 goes to much deeper levels of personalization and automation and even has self-learning components, but taking your customers into even a simple mix of mail, email, and landing pages—sort of a Marketing 1.5 approach—can do them a great favor. In-plants are not designed to be bleeding-edge organizations. You are tied to the internal production engine of a performing enterprise. Such organizations move slowly in adapting to new techniques. Be simple in the beginning. Crawl before you walk. Take easy-to-support steps in a methodical manner.
There are many multichannel campaign options, including banners, posters, social components, letters, industry events, cold calls, mobilization of print through QR codes, mobile landing pages, etc. Don’t try to do everything. Pick what you want to do well, and then do it well.
The H Group Example
Goal: The H Group was a group of 200 prospects targeted by a digital print provider. Previously, they were supported by a single freelance creative who resonated with the customer base. Business was built by personal service and attention, but the freelancer wanted to hand it off. The goal was twofold: 1) Onboard as many customers as would come, keeping communication open so customers knew where to go when they needed print (online with our web-to-print software), and 2) establish a new presence in the community for an in-plant.
Design: A campaign with the theme “What Is Big to You?” was created. Many of the prospects were underserved small businesses and non-profits. It was important to let these “neglected” prospects know they would get premium service and wouldn’t be pushed aside for bigger clients.
A simple variable print postcard based on business type was created. Personalized landing pages (PURLS) were integrated into the campaign. Phone calls were made to any responders. If there was no landing page visit ten days after the mailing, a follow-up email was sent with the same messaging. The landing page gathered a little information and registered the visitor for an immediate 10%-off coupon on the next order and emailed that coupon. At the same time, the assigned salesperson was contacted by email notifying him or her of landing page visits and responses. We ran the campaign or something similar once a quarter.
Results: Every time a micro campaign was sent, orders came into the shop. We had a 10:1 ROI from orders generated every time! New relationships were formed with clients who became repeat customers and who, in turn, referred others. H Group prospects visited their landing pages six to nine months after the mailing. This meant that they kept their mailers for future reference.
Measurement: Multichannel software like EasyPurl reported who visited their PURLs, when in the campaign timeline they visited, post office delivery, records responses, and non-visitor statistics. All of it was important. Percentages were guides for future adjustments with the client. Specifics by prospect offered information, too. We studied our results and attempts over time for analysis, projection and adjustment.
What Makes In-Plant Multichannel Campaigns Work?
Coordinated creation, understanding and adherence to project timing are necessities for all members of your in-plant team. All of the in-plant print center team members play a professional role, from bindery, to mail, to coders, to press operators, to sales, to marketing, to customer service. Great execution requires constant communication in planning, design, implementation, delivery, and post analysis and can lay the foundation for the next campaign—or series of campaigns—as you gain proficiency and results.
See You in Chicago
[Placeholder text] If you are interested in building variable and multichannel offerings, don’t miss Phil’s GRAPH EXPO sessions. On Monday, you’ll find Phil at R24—In-Plant Ingenuity: Building YOUR Company Inside Another, followed by Tuesday’s R33—In-Plant Biz Development 101: How to Build Variable & Multi-Channel Offerings. Also on Monday, Phil will join representatives from the key verticals for a panel discussion: R20—Empowered In-Plants: Tell-All SUCCESS Stories from the Field. See you there! [End of placeholder text]
Phil Larson is president of Shepherd Consulting OK and author of “In-Plant Biz Development 101: Engaging New Thrust in Multi-Channel.”
In-plant readers, want to brag about your multichannel achievements? Be our guest! Scan/key